Gardening in Sweden - New Market Report

Gardening is a very common hobby in Sweden as locals love to spend as much time as possible in the open air, especially during relatively short periods of warm and sunny days. Even in large cities people tend to have small allotments where they can have ornamental plants and sometimes even cultivate fruit and vegetables. The latter, however, is becoming less popular as cultivating is very time consuming. Most Swedes prefer to garden themselves as they see it as a good way to exercise and relax from office work. Hence gardening in general is considered a pleasant pastime rather than a chore. Elderly people and families with busy lifestyles prefer to outsource different gardening services that require too much time and physical effort, such as mowing the lawn and pruning plants.

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Competitive Landscape

Plantagen continued to lead sales within gardening in 2014, forming a 14% share of value sales. The company provides a wide assortment of gardening products, focusing mainly on horticulture. Plantagen has nationwide coverage consisting of 41 stores and is appreciated for its price-quality relationship.

Industry Prospects

Largely due to an overall promising economic outlook for retail, gardening sales are set to record positive growth over the forecast period. Horticulture will benefit from an emerging trend of turning balconies into flower beds. Meanwhile demand for convenience and time-saving will fuel sales of cordless lawn mowers and gardening tools. Further penetration of private label gardening products is likely to take place as they will continue gaining consumer trust. As more retailers launch and redesign their websites, sales of gardening through the internet retailing channel is set to see a steep increase over the forecast period.

Gardening Market Research

Analyse key trends and developments in Sweden for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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